Have you notice how many people in cars or walking down the street are using and looking at their cellphones. And the use of them are growing each and every day.
What effect does this have on radio. Nielsen has announced that it is boosting the cell phone sample to 54% of the total radio sample this fall, up from 36% one year ago. The ratings company also announced plans to boost samples within problem demos by increasing the premiums they pay. Lower-response markets may also see a premium bump. Nielsen also claims it is refining some sampling targets and improving call center hiring and training.
People with any kind of device connecting to radio is very important and can’t dismissed in the conversation if you want to score in the ratings.